Apple Inc. (AAPL) has received a boost in value from the investment firm Morgan Stanley (MS). Although Apple has not announced any of its new devices that are expected to be made at WWDC on June 5, Morgan Stanley has included estimates of AR/VR headsets that are expected to be announced by Apple. The new target price of Apple is now $190 from the earlier $185, after factoring in the headsets.
AppleInsider reported that it saw a note from the analysts to investors that stated that the “Reality Pro AR/VR” would be launched at WWDC 2023 and its general availability is expected to be during the December 2023 quarter.
The investment firm also noted that the AR/VR sets from Apple would impact this new market in a similar way when its iPhones had dominated the mobile market. It also estimates that Apple’s mixed reality headsets would fare better than Apple Watch.
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Morgan Stanley analysts not only based their predictions on Apple’s Total Addressable Market (TAM) but also on the expansion of the mixed reality technology which is seeing extended interest from VC firms, and has also seen an increase in the quality and quantity of R&D as well as increased interest on these devices by consumers.
According to a survey an Apple headset would be the first choice of consumers while Google would be their second choice, with Meta well behind.
However, it must also be remembered that Apple is reportedly pricing its AR/VR headset at $3,000 which might be much above a common user’s budget for a headset.
Meta has lowered the price of its Quest 2 and announced the launch of Quest 3 which is also a mixed reality headset this fall at a much lower price.
Apple has the habit of jumping into existing technology and refining it and selling its advanced products at higher rates. Whether it succeeds with this strategy like it did with iPhones and Macs and exceeds or reaches Morgan Stanley analysts’ expectations remains to be seen.
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When will Apple launch its AR/VR headset?
